A data profile of the people who buy, follow and care about New Balance in Australia — modelled from more than twelve digital signal sources. New Balance has an estimated audience of 2,228,659 people in Australia.
The average New Balance fan in Australia is 37.0 years old, balanced, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
Top brand affinities include FIFA World Cup 2026, Cuisine, ASICS, with strongest over-indexing on FIFA World Cup 2026 (1.53× the country average).
Demographically, the New Balance audience skews balanced with an average age of 37.0, and over-indexes on personality traits such as Early Adopter Mentality, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical New Balance fan in Australia is balanced, around 37.0 years old, with strong Early Adopter Mentality tendencies and a notable affinity for FIFA World Cup 2026.
The key figures that characterise the New Balance profile in Australia.
51.4% are female, 48.6% are male, average age 37.0.
| Metric | Value |
|---|---|
| Female | 51.4% |
| Male | 48.6% |
| Average age | 37.0 |
| Estimated audience size | 2,228,659 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 26% | |
| 30-39 | 20% | |
| 40-49 | 16% | |
| 50+ | 17% |
of the worldwide New Balance audience comes from Australia.
| Country | Share |
|---|---|
| United States | 20.8% |
| Japan | 7.1% |
| Italy | 5.1% |
Where the New Balance audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~900K | 1.42× | |
| 02 | New South Wales | ~900K | 1.17× | |
| 03 | South Australia | ~200K | 1.08× | |
| 04 | Western Australia | ~300K | 1.01× | |
| 05 | Tasmania | ~50K | 1.01× | |
| 06 | Queensland | ~500K | 0.88× | |
| 07 | Australian Capital Territory | ~40K | 0.79× | |
| 08 | Northern Territory | ~10K | 0.67× |
The strongest cross-interests of the New Balance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Puma | Fashion & Accessoires | 3.77× | ||
| 02 | ASICS | Fashion & Accessoires | 3.20× | ||
| 03 | Rebel Sport | Sports | 2.70× | ||
| 04 | The Iconic | Shopping | 2.68× | ||
| 05 | JD Sports | Shopping | 2.49× | ||
| 06 | South Korea | Travel & Leisure | 2.23× | ||
| 07 | Sneakers (footwear) | Fashion & Accessoires | 2.18× | ||
| 08 | Nike | Fashion & Accessoires | 2.16× | ||
| 09 | Uniqlo | Shopping | 2.11× | ||
| 10 | Sports equipment | Sports | 1.97× | ||
| 11 | Men's clothing | Fashion & Accessoires | 1.88× | ||
| 12 | Cotton On | Fashion & Accessoires | 1.84× | ||
| 13 | Japan | Travel & Leisure | 1.80× | ||
| 14 | Sportswear (activewear) | Fashion & Accessoires | 1.77× | ||
| 15 | Cuisine | Food & Beverages | 1.70× | ||
| 16 | Team sport | Sports | 1.67× | ||
| 17 | FIFA World Cup | Sports | 1.65× | ||
| 18 | Footwear | Fashion & Accessoires | 1.61× | ||
| 19 | National Association of Broadcasters | Movies & TV | 1.61× | ||
| 20 | FIFA World Cup 2026 | Sports | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.46× | |
| Indulgence | JOY | 1.38× | |
| Price Sensitivity | PREMIUM | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.84× | |
| Quality Awareness | PREMIUM | 0.88× | |
| Patriotism | CONSERVATISM | 0.89× |
New Balance's target market in Australia covers an estimated 2,228,659 people, concentrated in Victoria and New South Wales.
51.4% of the New Balance audience are female, 48.6% are male, with an average age of 37.0 years.
New Balance fans show strongest brand affinity for FIFA World Cup 2026 (1.53×), Cuisine (1.7×), and ASICS (3.2×) over the country average.
New Balance fans in Australia are most concentrated in Victoria (reach ~900K), New South Wales (reach ~900K), and Queensland (reach ~500K). These three regions account for the largest share of the active audience.
Beyond New Balance itself, the audience over-indexes on Cuisine (1.7×), ASICS (3.2×), Rebel Sport (2.7×), and FIFA World Cup (1.65×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for New Balance. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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